PROD is the first industrial development olympiad for school students in Russia, launched in 2024 by T-Education and Central University. The olympiad introduces teenagers to industrial development — an IT field where large teams of specialists create real technological products and services. Participation requires only basic knowledge of mathematics and computer science at the school curriculum level. In 2025, PROD went international for the first time, becoming available in both Russian and English. The team faced the challenge not only of announcing registration for the new season, but also of capturing the attention of students worldwide through a large-scale international PR campaign. The communication strategy combined traditional and creative tools: media coverage in Russian and international outlets, Telegram channels and social networks, a collaboration with Moskvarium aquarium, robot visits to schools, outdoor advertising, and digital activations. The campaign’s central figure was PROD’s mascot — the axolotl Lotti, who “traveled” across countries and became the visual symbol of PROD’s global status. The campaign ran for 1.5 months, ensuring continuous visibility of the olympiad across Russian and international media landscapes. As a result, 12,000 students registered for the new season, including over 1,600 international participants, and the project’s reach expanded from 23 to 64 countries. The international media reach exceeded 2.5 billion.